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Adding The UX String To Your SEO Bow | Luci Wood | Brighton Autumn 2021

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Adding The UX String To Your SEO Bow | Luci Wood | Brighton Autumn 2021

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We all know that search engines continuously evolve to serve their users. The current frenzy around Google’s Page Experience update is evidence enough of this. Though we might busy ourselves with striving for the elusive ‘page speed green’, there lies a deeper chasm that’s holding many of us back from achieving the golden standard of ‘user first’: nailing the balance between delivering an incredible user experience on our websites, and making them work for SEO.

In this talk, Luci provides actionable tips to use UX to your advantage to drive the implementation of SEO strategies.

Essentially, adding the UX string to your SEO bow to help you do your job a little bit better!

We all know that search engines continuously evolve to serve their users. The current frenzy around Google’s Page Experience update is evidence enough of this. Though we might busy ourselves with striving for the elusive ‘page speed green’, there lies a deeper chasm that’s holding many of us back from achieving the golden standard of ‘user first’: nailing the balance between delivering an incredible user experience on our websites, and making them work for SEO.

In this talk, Luci provides actionable tips to use UX to your advantage to drive the implementation of SEO strategies.

Essentially, adding the UX string to your SEO bow to help you do your job a little bit better!

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Adding The UX String To Your SEO Bow | Luci Wood | Brighton Autumn 2021

  1. 1. Adding a UX string to your SEO bow Luci Wood | Blue Array slideshare.net/LucindaWoodDipDigMMI @incorgnito_mode
  2. 2. ‘Adding a UX string to your bow’ Having an alternative means of reaching your desired target. @incorgnito_mode #brightonseo
  3. 3. What we’ll be covering ● The closing gap between SEO and UX ● The UX honeycomb ● What makes a good page? ● Accessibility considerations ● SEO friendly A/B Testing @incorgnito_mode #brightonseo
  4. 4. When was the last time you felt really excited about something? @incorgnito_mode #brightonseo
  5. 5. When was the last time you felt really excited about something? Why were you excited about it? @incorgnito_mode #brightonseo
  6. 6. In most cases, you’re excited for the experience of doing these things. @incorgnito_mode #brightonseo
  7. 7. Money Love Dogs Experiences make the world go round. Ok, maybe also dogs. @incorgnito_mode #brightonseo
  8. 8. As SEOs, we sometimes focus on helping people find a destination... @incorgnito_mode #brightonseo
  9. 9. ... but not so much on their experience once they get there! @incorgnito_mode #brightonseo
  10. 10. ``` The age-old* battle *Don Norman coined the term “user experience” in 1993, 5 years before Google was founded! @incorgnito_mode #brightonseo
  11. 11. SEO team Search friendly site structure Compressed images Optimised content @incorgnito_mode #brightonseo
  12. 12. UX team SPAs No navigation bar Background hero videos Infinite scroll @incorgnito_mode #brightonseo
  13. 13. The days of SEO vs. UX are gone. We’re more intertwined than ever. @incorgnito_mode #brightonseo
  14. 14. “You should build a website to benefit your users, and gear any optimization toward making the user experience better...” @incorgnito_mode #brightonseo
  15. 15. “...One of those users is a search engine, which helps other users discover your content.” @incorgnito_mode #brightonseo
  16. 16. How can we apply UX thinking to our SEO approach? @incorgnito_mode #brightonseo
  17. 17. VALUABLE FINDABLE USABLE USEFUL DESIRABLE CREDIBLE ACCESSIBLE UX honeycomb Peter Morville @incorgnito_mode #brightonseo
  18. 18. SEO honeycomb 10X CONTENT CRAWLABLE NAVIGABLE RELEVANT WELL LINKED TO E-A-T INDEXABLE @incorgnito_mode #brightonseo
  19. 19. @incorgnito_mode #brightonseo The Page Experience update
  20. 20. @incorgnito_mode #brightonseo
  21. 21. @incorgnito_mode #brightonseo
  22. 22. But let’s not forget that Core Web Vitals is not the only element of the page experience update. @incorgnito_mode #brightonseo
  23. 23. What else makes up a good page for users? @incorgnito_mode #brightonseo
  24. 24. Performance Page speed Rendering Server responses Redirects @incorgnito_mode #brightonseo
  25. 25. Security Privacy HTTPS Safe browsing Data security @incorgnito_mode #brightonseo
  26. 26. Usability & navigation @incorgnito_mode #brightonseo
  27. 27. Can I find what I need, easily and quickly.... @incorgnito_mode #brightonseo
  28. 28. … as a user or a bot?
  29. 29. A few tools for IA auditing and planning… @incorgnito_mode #brightonseo
  30. 30. Draw.io Draw.io Free? Yep Useful for: Simple, fuss-free planning Cool features? Heaps of chart templates Integrates with Google Drive & Atlassian Thanks @neil_mchugh for the suggestions! @incorgnito_mode #brightonseo
  31. 31. Dynomapper Dynomapper Free? Free trial Useful for: IA auditing - pulls in GA data Cool features? Content planning, keyword tracking & accessibility testing @incorgnito_mode #brightonseo
  32. 32. Omnigraffle Omnigraffle Free? From $12.49/month Useful for: Diagramming Rapid prototyping Cool features? Intelligent grouping, snapping, and alignment tools @incorgnito_mode #brightonseo
  33. 33. The good old fashioned way Pen & paper/spreadsheet Free? Of course Useful for: Kinesthetic thinkers Luddites Cool features? Much more flexibility @incorgnito_mode #brightonseo
  34. 34. @incorgnito_mode #brightonseo Relevance & audience understanding
  35. 35. Where does your audience hang out online and why? @incorgnito_mode #brightonseo Entertainment News Forums Social media UGC sites Gaming Shopping @incorgnito_mode #brightonseo
  36. 36. Google Analytics Demographics Technology Audience interests Internal Search @incorgnito_mode #brightonseo
  37. 37. YouGov Audience Explorer @incorgnito_mode #brightonseo Get insights into opinions and brand affinities, behaviors, media consumption, hobbies and interests for your desired audience.
  38. 38. Content & E-A-T @incorgnito_mode #brightonseo
  39. 39. Don’t design first and worry about copy and images later SEO isn’t linear Let your user guide you @incorgnito_mode #brightonseo
  40. 40. Do some keyword, intent & competitor research 🤔 I want to know @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  41. 41. Do some keyword, intent & competitor research 🤔 I want to know 🚙 I want to go @incorgnito_mode #brightonseo
  42. 42. Do some keyword, intent & competitor research 🤔 I want to know 🚙 I want to go 🍻 I want to do @incorgnito_mode #brightonseo
  43. 43. Do some keyword, intent & competitor research 🤔 I want to know 🚙 I want to go 🍻 I want to do 🛍 I want to buy @incorgnito_mode #brightonseo
  44. 44. Do some SERP research @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  45. 45. Do some SERP research 📝 Featured snippets @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  46. 46. Do some SERP research 📝 Featured snippets 🤔 PAAs @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  47. 47. Do some SERP research 📝 Featured snippets 🤔 PAAs 🔎 Who’s ranking? @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  48. 48. Do some SERP research 📝 Featured snippets 🤔 PAAs 🔎 Who’s ranking? 💬 Auto suggest @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  49. 49. Is the language and tone right for the audience? @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  50. 50. Those sites they visit? @incorgnito_mode #brightonseo 🗣 Tone of voice
  51. 51. Those sites they visit? @incorgnito_mode #brightonseo 🗣 Tone of voice 👀 Topics of interest
  52. 52. Those sites they visit? 🗣 Tone of voice 👀 Topics of interest 👍 Reactions/ responses @incorgnito_mode #brightonseo
  53. 53. Aka separating the gems from the disgruntled pelicans ⭐Reviews ⭐ @incorgnito_mode #brightonseo
  54. 54. Identify the gaps in informing and persuading the buyer @incorgnito_mode #brightonseo
  55. 55. 🎾 Discover alternative uses @incorgnito_mode #brightonseo ^ 12/10 ballie skillz
  56. 56. 󰠗 Tackle duplication @incorgnito_mode #brightonseo firebox.com
  57. 57. Accessibility @incorgnito_mode #brightonseo
  58. 58. The good news We do know accessibility is important @incorgnito_mode #brightonseo @rvtheverett
  59. 59. The bad news Alt tags Image captions Anchor text @incorgnito_mode #brightonseo
  60. 60. Unpacking accessibility Who? What? Why? How? @incorgnito_mode #brightonseo
  61. 61. Who... Language Individual needs & challenges Include in personas, user archetypes and stories @incorgnito_mode #brightonseo
  62. 62. What... Know/Go/Do/Buy Content types @incorgnito_mode #brightonseo
  63. 63. Why... Situation > Temporary or permanent? Digital access Data limitations @incorgnito_mode #brightonseo
  64. 64. How... Navigation Technology Device types @incorgnito_mode #brightonseo
  65. 65. Stepping into another’s shoes... empathyprompts.net @incorgnito_mode #brightonseo
  66. 66. Testing (Not that kind of testing 😅😷) @incorgnito_mode #brightonseo
  67. 67. Pros of A/B testing Easy to set up Can help prove business case for bigger changes Sometimes you can jump the dev queue @incorgnito_mode #brightonseo
  68. 68. @incorgnito_mode #brightonseo Cons Most are CSR If we want to determine the impact of a site change for Google and its ranking algorithm, we only have one user: Googlebot. 😷
  69. 69. Google’s web crawler (Googlebot) now runs on the latest version of Chromium @incorgnito_mode #brightonseo ��
  70. 70. “The same client-side coding mechanisms that make user-focused A/B testing so easy to implement can now be made available to SEO A/B testers!” - Brandon Howell @incorgnito_mode #brightonseo ��
  71. 71. SplitSignal from SEMRush: A/B split testing designed by SEOs. These great articles from Brandon Howell, Craig Bradford and Rachel Costello Things to go check out today if A/B testing is on your radar: �� @incorgnito_mode #brightonseo ��
  72. 72. The non-ranking signal signals 🏀 Bounce rate 🖱CTR 📄 Pages per session 🚌 Drop off points @incorgnito_mode #brightonseo
  73. 73. Let’s pack up @incorgnito_mode #brightonseo
  74. 74. “Users show they prefer sites with a great page experience. @incorgnito_mode #brightonseo
  75. 75. “Users show they prefer sites with a great page experience. In recent years, search has added a variety of user experience criteria, @incorgnito_mode #brightonseo
  76. 76. “Users show they prefer sites with a great page experience. In recent years, search has added a variety of user experience criteria, such as how quickly pages load and mobile-friendliness, @incorgnito_mode #brightonseo
  77. 77. “Users show they prefer sites with a great page experience. In recent years, search has added a variety of user experience criteria, such as how quickly pages load and mobile-friendliness, as factors for ranking results.” @incorgnito_mode #brightonseo
  78. 78. A rose by any other name... @incorgnito_mode #brightonseo
  79. 79. Page Experience is more than the technical aspects of Core Web Vitals @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  80. 80. What else makes up a good page? Accessibility @incorgnito_mode #brightonseo
  81. 81. What else makes up a good page? Accessibility Content & E-A-T @incorgnito_mode #brightonseo
  82. 82. What else makes up a good page? Accessibility Content & E-A-T Performance @incorgnito_mode #brightonseo
  83. 83. What else makes up a good page? Accessibility Content & E-A-T Performance Privacy & Security @incorgnito_mode #brightonseo
  84. 84. What else makes up a good page? Accessibility Content & E-A-T Performance Privacy & Security Relevance @incorgnito_mode #brightonseo
  85. 85. What else makes up a good page? Accessibility Content & E-A-T Performance Privacy & Security Relevance Testing & iteration @incorgnito_mode #brightonseo
  86. 86. What else makes up a good page? Accessibility Content & E-A-T Performance Privacy & Security Relevance Testing & iteration Usability @incorgnito_mode #brightonseo
  87. 87. What else makes up a good page? Accessibility Content & E-A-T Performance Privacy & Security Relevance Testing & iteration Usability User interface design @incorgnito_mode #brightonseo
  88. 88. “The best user experience is being seen and acknowledged. - Kim Krause Berg @incorgnito_mode #brightonseo
  89. 89. “The best user experience is being seen and acknowledged. We don’t often consider treating website visitors as our guests. A well-designed, functioning, user-friendly, inclusive web page is a sign of respect.” - Kim Krause Berg @incorgnito_mode #brightonseo
  90. 90. Both bots and users are our guests, let’s make them feel welcome and included, help them find what they need, and give them great experiences! @incorgnito_mode #brightonseo @incorgnito_mode #brightonseo
  91. 91. That’s it from me! 💙Come say hi get some swag at the stand! 👋 🐦Tweet me: @incorgnito_mode 🤓📈 Search ‘Blue Array jobs’ @incorgnito_mode #brightonseo
  92. 92. Adding a UX string to your SEO bow Luci Wood | Blue Array slideshare.net/LucindaWoodDipDigMMI @incorgnito_mode

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